Digital B2B Marketing

OCTOBER 29, 2013

I was in a recent meeting where a sales person claimed 46% of B2B buyers have purchased a product because of a video they watched. They didn’t just notice it or remember it, but nearly half of potential buyers that watch a video actually bought a product because of it! Turn Stats Upside Down. Put Stats Back in Context.

Statistics 100

Statistics Banner Ads Stats Sample 100

Digital B2B Marketing

JULY 21, 2011

Much of it looks like a product pitch, full of promotional product-benefit language. Filed under: Content , Demand Generation. Too many companies are stuck in this rut, and because of it, email is filled with content promotions today. Almost as common is analyst content , offered by a marketer.

Peer-to-peer 100

Peer-to-peer Content Marketing Content Demand Generation 100

Digital B2B Marketing

JULY 7, 2011

B2B buying is complex because the products are complex. In a corporate environment that demands rational explanations, like or dislike is not enough. Filed under: Branding , Business , Demand Generation , In Theory. about 14 hours ago via web Reply Retweet Favorite. Like isn’t the critical emotion.

B2B Marketing 100

B2B Marketing B2B Paid Search Agency Demand Generation 100

Digital B2B Marketing

JUNE 16, 2011

Your product and service must always exceed expectations. When I know you have a great product, I might recommend it. When I know what your company believes in and I see your belief come to life in your product, I can confidently recommend it , knowing it will continue to be a great product. Please Market to Me!

Webcast 100

Webcast Demand Generation Agencies Demand Generation Mobile Advertising 100

Digital B2B Marketing

OCTOBER 6, 2011

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. This is the most obvious solution to some, but solutions to automate and support monitoring identified prospects for intensity of product or category discussion are not yet mainstream.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JULY 11, 2013

Improving awareness and perception of your product, brand or company increases the leads across all sources. Branding Demand Generation Brand branding lead generation' PR, analyst relations, content marketing, events, social media, even internal marketing, can play important roles in establishing your brand. More Referrals.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

Digital B2B Marketing

MAY 24, 2011

No, not the worn out demo, where I commit my time and you share a mostly canned view of your product. Filed under: Content , Demand Generation. Claims like these are so broadly used in marketing they have become cliche and have lost nearly all meaning. The answer is to show me your solution. As a buyer, I understand that.

Marketing Proposals 100

Marketing Proposals Demand Generation Opinions Distribution 100

Digital B2B Marketing

MAY 24, 2012

Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Don’t Stretch The Truth Your product really does that? Today, case studies, award submissions and product information are ripe with claims that stretch the truth to the breaking point.

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Digital B2B Marketing

APRIL 22, 2011

Your passion should be visible in your product, service, sales and hiring, not just your marketing. Filed under: Branding , Demand Generation , Social Media. Shared passion creates stronger connections. Future employees and customers will likely come from these connections. Reflect your passion across all facets of your business.

Process 100

Process Demand Generation Agencies Demand Generation Paid Search Agency 100

Digital B2B Marketing

AUGUST 23, 2011

Great Product. Your product must deliver a great experience for your preference segment. Although they might be great computers for someone, they would not meet the demands of Alienware’s preference segment. A quick look at @alienware confirms even though they are owned by Dell, they are not a traditional computer company.

Social Media 100

Social Media Buy Media Pricing 100

Digital B2B Marketing

FEBRUARY 16, 2012

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome is your audience is more likely to purchase your products or services.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Demand 100

Digital B2B Marketing

AUGUST 14, 2012

How It Works You have seen retargeting ads, banners that promote whatever products you looked at or left in your shopping cart and follow you around the web. Rather than targeting an audience based on various characteristics, CRM retargeting allows you to target segments of your CRM database with online ads. CRM retargeting is similar.

CRM 100

CRM Advertisements Advertising Tactics 100

Digital B2B Marketing

OCTOBER 6, 2011

When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. This is the most obvious solution to some, but solutions to automate and support monitoring identified prospects for intensity of product or category discussion are not yet mainstream.

Lead Scoring 100

Lead Scoring Lead Ranking Peer-to-peer Leads 100

Digital B2B Marketing

JULY 3, 2012

When you earn attention through curation, you have the opportunity to share your own gated content or position your own products along with the information you curate. Lead Generation Lead generation (referring to capturing contacts through an online registration for the sake of this article) starts with attention.

Curation 100

Curation Lead Scoring Lead Ranking Thought Leadership 100

Digital B2B Marketing

APRIL 2, 2013

Assess the change in perception of your brand or product as well as the overall intent to purchase using attitudinal research (aka brand studies). Yes, there are ways to more effectively measure the impact of marketing on your business, solutions that many mid-sized B2B marketers have access too.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Digital B2B Marketing

MARCH 19, 2012

Rallying an organization accustomed to producing product information sheets, webcasts and white papers around creating content that is optimized for search, easy to consume, timely and worth sharing is a difficult organizational change. The New Inbound Marketing Content Requirements.

Inbound Marketing 100

Inbound Marketing B2B Marketing B2B Webcast 100

Digital B2B Marketing

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. Know Your Audience What are your audience’s priorities? If you sell insurance and their priorities are risk management and lowering healthcare cost, you need to know. Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

DECEMBER 6, 2011

Connect to your audience through their priorities, not your product offerings. Know Your Audience What are your audience’s priorities? If you sell insurance and their priorities are risk management and lowering healthcare cost, you need to know. Are they clients, customers or partners?

Google 100

Google Curation Marketing Management Twitter 100

Digital B2B Marketing

AUGUST 23, 2012

You expect decision makers to attend your webcast or view your product demo when your persona indicates they rely on the recommendation of their team for more technical aspects of the evaluation.

Lead Ranking 100

Lead Ranking Lead Scoring Peer-to-peer Leads 100

Digital B2B Marketing

MARCH 15, 2012

Public Relations Journalists or analysts may not directly recommend your product, but when they cite your research, practices or case studies, they are indicating that what you are producing is worth reading, considering or discussing. Everyone shares their own content, even their bad content.

Inbound Marketing 100

Inbound Marketing Budget Programs Blast Campaigns Marketing & Strategy 100

Digital B2B Marketing

FEBRUARY 17, 2014

This will provide air cover and soften the market for our demand generation campaign.” You were never really focused on demand generation, your real focus was lead generation. Consider this: is the difference between 50% and 53% awareness really going to make that big of a difference in your demand generation results?

Advertisements 100

Advertisements Advertising Brand Identity Branding 100

Digital B2B Marketing

MARCH 14, 2013

What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Dynamic Creative Optimization. Companies like MediaMind make this possible today.

Enterprise Management 100

Enterprise Management Work Management Planning Marketing Management 100

Digital B2B Marketing

MARCH 21, 2011

Here are Chris’s three key points: Connect ideas to offerings: tell a story that extends from vision to implementation Use ideas to attract and nurture leads Train salespeople to use and talk about ideas For many well-intentioned marketers, the missing link is product. Are marketing, sales and product aligned?

Thought Leadership 100

Thought Leadership Top of Funnel B2B Thought Leadership Digg 100

Digital B2B Marketing

MARCH 4, 2011

To keep you informed of important technology products, services and business opportunities, Ziff Davis Enterprise would like to occasionally send you valuable information via email from our business partners. A few days ago, I was shocked to find, in my spam folder, a similar email from Ziff Davis Enterprise.

Enterprise Management 100

Enterprise Management Advertising Agencies Digg Demand Generation Agencies 100

Digital B2B Marketing

MARCH 15, 2011

Today, ecommerce marketers are frequently guilty, with products briefly considered and rejected stalking you to every corner of the web. Stalking Banners Generally known as retargeting (and a tactic I advocate with caution), without strict frequency controls, retargeting turns into stalking. Theme: Enterprise by StudioPress.

Paid Search Agency 100

Paid Search Agency Ad Frequency Digg CAN-SPAM 100